Evaluating Google+

Giles PalmerCEO, Brandwatch

giles@brandwatch.com @joodoo9

©2010 Brandwatch | www.brandwatch.com

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What is Google+?

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a product a platform

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What are Pages?

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• A way to attract Brands and Celebrities to Google+

• A platform for brands to connect and communicate with consumers

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What are the features of Pages?

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• +1 Button – similar to a Facebook ‘like’ button

• Circles – Twitter ‘follow’ approach. Allows you to tailor specific messages to particular circles

• Direct Connect –typing ‘+’ in front of a brand or company name in a Google search box you will get a direct link to the Google + Page (if they have one)

• Hangouts – Allows you to have face-to-face conversations with consumers

• Google+ Badge – connecting your company website to your Google+ Page

• Stream –post content, ask questions, start discussions with consumers

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Measuring Pages – How does Facebook work?

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Lots of tools to track:• Stream activity (posts, likes, responses…), • Content analysis (engagement, shares etc)• Derived data - Friends of fans, people talking about

this, total reach• Paid vs Organic • Traffic to your site (e-commerce?)• Mentions of your brand/product elsewhere on

facebook/the wider web

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Facebook Insights

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Vitrue

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Buddy Media

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What about Brand mentions rather than actions?

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And you can track Brand mentions elsewhere on the social network

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• Permissions problem, but for open areas, there are systems like Radian6 and Brandwatch

• Facebook is gently trying to push more things into the open, but has had historic issues

• Google+ has an API, but it’s throttled for most users (1000 posts per day)

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Conclusions

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On tools• There are lots of things to track!• Tools are centred around Analysis AND Activity• Not clear how independent these will remain

On Google+• Product is likely to benefit from ‘platform’• Conflict between open and closed• Maybe a bit messy as a result• Needs mass adoption to become truly relevant

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THANK YOU for listeningGiles Palmergiles@brandwatch.com @joodoo9

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